User Factors

The major goal of Google is to give users the best selection of websites that will be ultimately relevant to their request. The launch of Google Panda in February 2011 marked the dawn of a new search era with user experience as the main focus. Panda, which analyses the user’s actions, was the first search algorithm that was able to define the quality, relevance and freshness of a website. Exactly a year later, the Page Layout Algorithm was launched. It down-ranks websites with too many ads and too little useful content.


The launch of the Penguin algorithm in April of 2012 is another proof of Google’s new focus on UI, and this focus took a new turn in August of 2013 when the Hummingbird algorithm was launched. The Hummingbird dramatically changed the principles of searching. This new algorithm tries to understand what a user means instead of just showing websites containing key words entered by user.



Think about why people are looking for something rather than what they are looking for.

Steve Masters



Google’s analytical department constantly monitors users’ reactions, marks behavioural patterns, finds trends and defines user factors which reflect a website’s quality, its relevance and freshness for the user. These parameters are taken into account in the complex ranking formula. User experience depends on the user factors of a website. The quality of a website’s user factors is of ultimate importance for TOP ranking.


User factors are users’ actions on a website. These include their logging-in, bounces, visits to different pages on the website, clicks on pages, completing forms, and clicks on social network buttons. Collective estimation of these actions allows full definition of the user’s satisfaction and mood.

Which Parameters Improve User Factors?

All users prefer high quality and informative websites with interesting content layout and unique services. Such websites capture visitors’ attention automatically and reduce bounce rate. Interactive services make a user stay on the website for a longer time and come back to the website for further visits. Furthermore, simple website navigation defines the success of the user experience. Options that guarantee the success of the user experience are as follows:

  • Interesting texts, graphics and videos
  • Subscription
  • Joining groups in social websites
  • Products and services rating, and reviewing
  • Commenting

Such options improve the user experience, reduce bounce rate, increase click-through rate, visit depth, and the average number of user actions on the website. Most users who like a website will add it to their favourites, and this is favourable to the website because adding the website to favourites or bookmarking the website is a positive signal to Google that the user likes the website and trusts it.


Google Ranks Websites that are Trusted Higher


User factors


User factors are considered in ranking of all types of websites like e-commerce websites, news websites, blogs and online services.


The official Google blog confirms that improving usability and user factors positively affects website ranking. Websites that are improved in this way get more traffic.


The goal of Google ranking algorithms is to help users find websites that provide a great user experience and fulfill their information needs. Google is also willing to reward people who make great websites by allocating them to top positions.



Working on user factors improves overall user perception of the website, resulting in a boost in conversion rates. In its turn, Google values web masters' efforts to improve websites for users, and rewards them by promoting their websites to the Top of their rankings.


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